Indian advertising too is embracing branded content. To some, online videos over three minutes long are branded content. The rest is plain vanilla content. To many, branded content is advertiser funded programming. To some, the official content on social media pages qualify for being called branded content.

Branded content does not tell the product stories. It should tell people stories. Products are cleverly integrated into them. But this may not be liked by the consumers who prefer a strong brand presence in the narrative. There should human stories which can bring the brand out. It should be a win-win both for the advertiser and consumer.

It is important to understand the significance of branded content in these times of ad ad avoidance. Branded content fosters connections between brands and consumers. Content plays an immense role for emotional connections and loyalty. Content should be rooted in the brand’s values. An agency can tie up with channels or production houses with significant downtime. It will reduce content cost.